Deck 10: Discussion Questions

Question 1

The method of evaluation that includes informal discussions with outside observers such as journalists and industry analysts is known as

A) outside evaluation
B) non-linear evaluation
C) anecdotal evidence
D) non-sequitur evaluation
E) the Hawthorne Effect

Answer 1

C

Question 2

Public relations researcher Walter K. Lindenmann found in a recent survey that corporate public relations departments typically spend what percentage of a campaign budget on the evaluation stage?

A) more than 90 percent
B) between 50 and 75 percent
C) between 20 and 40 percent
D) between 18 and 25 percent
E) less than 3 percent

Answer 2

E

Question 3

Which of the following IS NOT one of the "rules of variables"?

A) must happen before Y
B) must be shown to have caused Y
C) and Y must be "equal" variables
D) there must be no Z variables

Answer 3

A

Question 4

Which of the following methods of evaluative research is most often criticized as being superficial and potentially misleading?

A) before-and-after comparisons
B) pre-test/post-test
C) analyzing media coverage
D) audience feedback

Question 5

If your organization's message appears twice in a publication with a circulation of 24,000, those 48,000 potential opportunities to reach audience members are known as

A) audience variables
B) contact points
C) media impressions
D) information exchanges
E) Z variables

Question 6

The "one and a half" rule is a theory that states

A) public relations professionals are one and a half times as smart as journalists and should therefore be paid one and a half times as much
B) audiences attach more credibility to paid advertising than conventional news coverage by that ratio)
C) audiences attach more credibility to conventional news coverage than paid advertising by that ratio)
D) it takes more money to reach an audience through print media than through broadcast media by that ratio)
E) it takes more money to reach an audience through broadcast media than through print media by that ratio)

Question 7

In evaluative research, the term for an unknown or unanticipated element that affects the results of a measurement is known as the

A) variable
B) Y variable
C) Z variable

Question 8

Making before-and-after comparisons is difficult because

A) the process is expensive and time consuming
B) expertise is difficult to find
C) intervening variables cannot be measured
D) all of the above

Question 9

A forward-looking form of evaluation which uses the results of a campaign just completed to recommend or describe what the client or organization needs to do next is called

A) ongoing evaluation
B) summative evaluation
C) formative evaluation
D) managerial evaluation

Question 10

A backward-looking form of evaluation which focuses on results of a campaign just completed is called

A) ongoing evaluation
B) summative evaluation
C) formative evaluation
D) managerial evaluation

Question 11

In evaluating communications programs entered in PRSA and IABC competitions, judges are likely to consider which of the following the most important?

A) completing the program on or below the allocated budget
B) completing the program on time
C) effective use of money spent
D) amount of media coverage generated